Aap! - Alternative Advertising Possibilities

RFID-enabled posters have been installed at the JR Shinjuku Station of Tokyo adding yet another medium of interaction between static outdoor media and cell phone equipped users. These “Suipo” short for “Suica + Poster,” billboards interact with passengers when passengers “swipe” their RFID tickets (SUICA cards) at the posters. The posters then parse relevant information, prizes, coupons and ads to user cell phones in the same fashion as QR, Bluetooth or other mobile marketing communication formats. ”

RFID readers located between the posters. First time users need to associate their RFID ticket IDs with their mobile phone email addresses, using a nearby kiosk terminal.

What’s hot is how well the outdoor prints are directing users to interact with the Suipo points.
What’s not is that users must first initialize their cell phone with Suipa readers.

Very frustrating, but from early reports - there is a high rate of adoption.  Compared to QR Codes and Bluetooth - swiping your phone is very, very easy and comfortable.
All in all - more great stuff for bored commuters waiting.

Must Read Article on Suipo/Suica Posters
” ãƒ?スター＋Suica＋æ?ºå¸¯ã?§é§…ナカ広告ã?¯ã?©ã?†å¤‰ã‚?る？——SuiPo担当者ã?«è?žã??”

Learn more @ the Suipo/Suica website

Learn more about Jeki - the company building the RFID units

Oh yes - you do want to buy Peach John…

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Aedeas Group Launches PRCompass.com - Community Driven Press Release Distribution Service

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LOS ANGELES, Calif. – May 21, 2007 – The Aedeas Group, a global product development company, is pleased to announce the launch of PRCompass.com - a community driven Press Release distribution service and web application. PR Compass is the first released tool from the PR Alpha toolkit - a set of professional grade web applications empowering public relations professionals. The online press release service provides both free and paid distribution to search engines, newswires and websites. PR Compass helps companies worldwide generate buzz and interest from the public, the press and the online community through a unique collaborative process that invites the community to submit an article that will be reviewed by all and promoted, based on popularity, to the main page.

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Well at least according to research that appears in June’s Journal of Consumer Research. The research paper “An Examination of Different Explanations for the Mere Exposure Effect” concludes that repeated exposure to a product via banner ads generates a positive feeling towards that product.

The research is based on previous experiments that revealed the repeated exposure to a stimulus, even one that is barely perceptible will lead to the viewer developing positive feelings and thoughts to an otherwise neutral object. These feelings can include a liking or more subjective and complex associations such as “fame, truth, duration, loudness, stimulus brightness and darkness.”

The authors hypothesized that banner ads should work in a similar manner, given that “most viewers pay minimal attention to banner ads.”

Read the rest of this entry »

With lots of interest being generated on Aap!Motion we’ve taken the liberty of drafting answers to the most common questions we recieved?
Aap!Motion - FAQ

Where do I start?

Lost - we recommend the following introduction to Aap!Motion - Pedestrian Motion Panels

What is Aap!Motion?

Aap!Motion is a new communication medium from Aap!Global that creates animated motion pictures through the use of static photo frames WITHOUT the need of complex electronics displays or moving parts. Sequential frames from any film clip can be overlain in a precise fragmented manner that, when seen through a specially designed optic lens, generates motion picture animation to the enjoyment of any viewer in motion.

What are the components of Aap!Motion?

Aap!Motion consists of only 2 core elements - an optic lens made from strong acrylic plastic, designed to withstand outdoor environments and a printed picture, generated using an algorithm to separate and overlay the frames. Aap!Motion boxes can be made to any size, length or dimension.

Aap!Motion is simple and requires only the following:

Lens - a unique acrylic or glass lens serves as the custom lenticular converging light to create the motion effect. The lens acts a single convex lens that magnifies light through a prism effect.

Sequential Prints Printed Using Unique Algorithmic Blending

Option Backlighting. Aap!Motion works in natural light with or without backlights.

Read the rest of this entry »

Hakuhodo DY Group i-Business Center and IT DeSign have developed the “movie QR code,� a new proto-type of the popular QR code that incorporates moving video into its design.

QR code is a type of two-dimensional barcode that has grown popular in Japan in recent years, because it provides a simple, automated way for users to enter data into their mobile phones. By using mobile phones to scan QR code that appears in an outdoor advertisement, for example, users may be directed to a website containing more detailed product information. [read about our work using QR Codes and other mobile technologies in out of home media]

The problem with printed QR Codes is their chaotic barcode like arrangement.  IT DeSign recently developed the “Design QR,� which incorporates static images of logos, characters or photos into the code. Movie QR takes pushes the idea forward with incorporation of moving images into the design.  Movie QR Codes are optimized for use on video screens and will allow potential scanners to interact more effeciently with the codes.

There is great potential for this type of technology for media clips. A Coke Commercial could end with a QR code snap inviting users to scan the code and be taken to special download coupon areas etc.

As the blog Pink Tentacle adds this type of thing is already happending > “A commercial video containing a mock QR movie code has been circulating the web for a while. The video, called “Kung Fu High School Girlsâ€? (Kanfuu Joshi-kousei), begins with two high school girls talking about Black Jack (the famous manga character). Things get nasty when the girls disagree about whether Black Jack is a foreigner or Japanese, and a full-on kung fu battle ensues. After a while, a boy wearing a giant QR code headpiece arrives on his bicycle and urges the girls to stop. By scanning his face, he explains, they can find the answer to their question and settle their dispute. (This is a cue for the viewer to scan the computer screen with a cellphone QR code reader.)”

For those with QR Code readers - try it out on the following clip.

“The UCLA Charles E. Young Research Library Department of Special Collections has selected and digitized 5,124 of the more than three million images contained in the Los Angeles Times and Los Angeles Daily News photographic archives. The photographs chronicle the history and growth of Los Angeles from the 1920s to 1990.

This collection of digitized images is made available online by the UCLA Digital Library to assist a wide variety of researchers, including scholars, educators, students, writers, filmmakers, urban planners, community activists, librarians, and members of the general public.

The selected photographs depict historically and socially significant people, places, and events, as well as preserve glimpses of everyday life in Los Angeles. The images fall into broad categories that document politics, urban and economic development, arts and culture, the entertainment industry, crime and law enforcement, religion, sports, gender issues, and popular culture and trends.”

Like Flickr and all other massive media galleries prepare to lose hours of time navigating the web, but be inspired.

For us @ Aap!Global its a great way to celebrate the richness of Los Angeles - warts and all included.
Here are some of our favorites while searching:

Local Korea Town Out Door Signage

Sunset Billboards 1975 - Looks the same as 2007

Irvine Rebranded in 1965

and thousands more…

Everyone loves free stuff!

Oceanize - a Japanese company is offering university students free photocopies in exchange for printing adverts on the back of each photocopy.  The paper, which is slightly thicker than normal prevent ads from shining through.

Campaign rates range start at JPY 400,000 which puts advertisers message on 10,000 sheets of paper.

Tadacopy machines have been placed at a few dozen campuses, and are a big hit with students. The company was founded by students at the universities of Keio, Chuo and Hosei, who installed the first free copy machine in April of last year and has garnered press in many national papers.
More info @

Website: www.tadacopy.com
Contact: info@oceanize.co.jp

“A Canadian firm has launched a device that can track the gaze of multiple people from up to 10 meterss away. Originally developed at Queen’s University, Ontario, they hope to sell it to advertisers to allow them to monitor how many people look at their ads. Admittedly they are trying more benign stuff too like better hearing aids, but I doubt that will make up for movie posters that make a song and dance whenever you glance their way.”

The developers behind the technology – dubbed Eyebox2 – believe it could have a range of possible applications, but should particularly interest advertisers. This is because it allows billboards to track people’s attention and perhaps respond when it wanes.

Besides tracking the # of eye balls - we expect advertisers to use the system to follow content. Do individuals necessarily stare at the “shampoo bottle, logo or the pretty girl in the bathing suit?” Interesting results will surely emerge.

If this technology works - expect other more practical and beneficial uses ranging from services for disability, systems of control and other tracking analytic type uses.

Cool stuff!

Via - New Scientist

We specialize in placing messaging on alternative mediums. While most individuals we interview on our installations of alternative advertising technologies smile, laugh and enjoy the message and medium - 1 of every 50 or so does not. The naysayers, the critics as we call them, usually start off with rants on the invasiveness of advertising, on the corporate world, on the evils of big business. We listen, we try to communicate and we set up a forum of conversation and learning. We like hearing critics - we like having individuals interact with our media. While we’re against outright vandalism of others property and expression - we enjoy some of the more vocal and thought provoking “anti-advertising” experiments.
Seeing ourselves as a group of hackers and tinkers - today we bring you two of the best of the online Anti-Advertising Establishment.

For those more interested in urban reaction and communication we recommend Graffiti Research Lab - an online directory powering urban communicators with open source technologies.

Our favorite featured by G.R.L include Theodore Watson’s, absolutely awesome L.A.S.E.R (laser projection) system. Watch the clip or download the open source code to make this work.

For those more academic and theoretical in their rejection of all advertising related we recommend the drier but equally interesting blog The Anti-Advertising Agency - who as they describe

“through constructive parody and gentle humor our Agency’s campaigns will ask passers by to critically consider the role and strategies of today’s marketing media as well as alternatives for the public arena. Our work will de-normalize “out-of-homeâ€? advertising and increase awareness of the public’s power to contribute to a more democratically-based outdoor environment.”

Great posts and some fun projects including Portable Sound Units and Anti-Ad Stickers

As for Aap!Global’s take on these and other anti-advertising projects around the world - its almost ironic - but in many ways there is a strong underliant of converation between the two - many of the same creative talents are used in both - forms of designs, communication, technology and the concept of ownership of space are explored and implemented by both the media owners and the anti-advertising establishment. Its funny but most of these project leaders would problably make great ad-execs and agency types.

“Escalating the advertising phenomenon”

ESCALATOR handrails usually bring two things to mind – shopping and germs. It’s on this premise that a simple, yet unique way to literally put advertising in the hands of millions of people was devised with the launch of a revolutionary idea – anti-bacterial handrail advertising.

The unique advertising method is said to produce recall rates as high as 80%.

Major companies such as Boost Juice, Vodafone and Metlink are already involved in handrail advertising.

In an Australian first, Escalated Advertising has launched the Aap!Rails escalator handrail advertising phenomenon across three high-profile locations in Melbourne: Australia on Collins, Centro’s The Glen Shopping Centre and Flagstaff Train Station.

Already proving a success in Asia, Europe and South America, Aap!Rails has seen over 400 installations since the product was first launched in Japan in 2003, with no plans to stop there.

The trend is set to take Australian and New Zealand shopping centres, transport hubs, sports stadiums and other high-profile locations by storm in the coming months, as the company’s founding entrepreneurs, Paul Rogash and Craig Ridley, sign on more clients and property owners. Already major companies like Boost Juice, Vodafone and Metlink are on board, indicating Aap!Rails has a definite future in the Australian market.

Rogash and Ridley own the exclusive distribution rights of the AAP Global design within Australia and New Zealand.

So what exactly is Escalated Advertising selling?

Aap!Rails is a patented anti-static film and application process compatible with all commercially available escalators. The installation process, which involves a film being aligned over the top of an existing handrail belt, can be performed in as little as two hours per escalator. The application also requires the addition of a topical anti-bacterial agent to provide the added benefit of sanitation for riders.

Rogash explains Aap!Rails offers significant advantages over traditional outdoor media by placing advertisements in the hands of customers who are close to the point of purchase during an average 30-second escalator ride.

According to Rogash, billboards and street furniture are often missed by consumers as they generally offer a very short exposure period, can blend into the surroundings, and are often positioned in a cluttered environment.

“With over 15m of advertising space that surrounds the consumer, Aap!Rails can effectively reach consumers at times and places that other media cannot,” he said.

Ridley said in addition to the unique placement of the advertisements, which is a tremendous advantage to retail businesses, Aap!Rails significantly improves escalator appearance and aesthetics and can generate incremental revenue for property owners.

Aap!Rails can also be used for in-house branding, directional or decorative purposes – a change from the boring black plastic we have all grown accustomed to.

Read the entire press note